> ## Documentation Index > Fetch the complete documentation index at: https://docs.highailabs.com/llms.txt > Use this file to discover all available pages before exploring further. # The Funnel > Where every video sends people, why the catchphrase is the CTA, and how the site and the High IQ app split the work. ## The Gap This Closes The script library had a CTA *type* on every episode — comment, save, follow, app — but no funnel. Nothing defined where traffic actually goes or what the sign-off is. This page defines both, plus how the two destinations work together. ## The Sign-Off **Every video ends with the catchphrase. No exceptions.** > **"This is why I'm high."** This is the single highest-leverage line in the entire operation, and the reason is almost too neat: **the catchphrase is the URL.** ```mermaid theme={null} flowchart LR A["Video ends:
'This is why I'm high.'"] --> B["Viewer hears
a phrase"] B --> C["Phrase is a domain:
thisiswhyimhigh.com"] C --> D["No link needed.
No 'link in bio.'
No memorisation."] ``` A brand that has to say "link in bio" is asking for an extra step. A brand whose **catchphrase is its address** does not. Say the line enough times and the destination installs itself. ### Rules for the sign-off | Rule | Why | | -------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------- | | **It is the last thing said.** Nothing after it | It is the payoff, not a footnote | | **Delivered flat and sincere.** Never sung, winked, or over-produced | The [character spec](/social/character-config) is deadpan. A jingle-ised catchphrase reads as an ad | | **Never explained.** He does not say "that's our website" | Explaining a joke kills it. The connection lands on its own | | **Same reading every time** | Recognition is the whole asset. Vary the video, never the line | | **On screen as well as spoken** | Sound-off viewers are a large share of the feed | **The one exception is the cold-open.** The catchphrase never appears in the first three seconds. Front-loading a brand asset is the fastest way to lose the hook — [zero of 24 top videos](/social/teardowns) opened with a logo or a brand line. ## The Destination **`thisiswhyimhigh.com` is the default destination and the one the sign-off carries.** It is live, it holds the strain database, and it is where a curious viewer can immediately do the thing the video made them want to do. **High IQ is named wherever it is the natural answer.** The two are complementary, not competing. | Asset | Role | | ----------------------- | -------------------------------------------------------------------------------------------------- | | **thisiswhyimhigh.com** | The immediate destination. Live, holds the strain database, answers the question the video created | | **High IQ app** | The product the content is ultimately for. Ships later — **mention it freely** | | Newsletter / waitlist | Worth building before launch. Owned audience is the one that survives a platform ban | ### Both, not either **Mention High IQ wherever it is the natural answer.** It is a real product that is shipping, naming it builds recognition ahead of launch, and people can find it — they simply cannot use it yet. That is a scheduling detail, not a scripting constraint. Scripts are written ahead of production, and production is scheduled around launch. **Do not strip a good CTA because of a date.** The two destinations do different jobs and belong together: | | High IQ app | thisiswhyimhigh.com | | ------------- | ------------------------------------------------- | --------------------------------------------- | | **Answers** | "Track *my* stash / *my* patterns over time" | "What is in *this* strain, right now" | | **Used when** | The video is about a personal, repeated behaviour | The video created a one-off factual curiosity | | **Timing** | Ships later | Live today | **The sign-off carries the site; the body can carry the app.** A video can say *"Track yours in High IQ"* mid-script and still close on *"This is why I'm high."* One names the product, the other names the destination — and because the catchphrase is the domain, nobody has to choose. ### The one production check The only thing that changes near launch is phrasing, and it is a **production-time decision, not a writing one**: * **Posting before launch:** *"Track yours in High IQ"* → *"High IQ is coming"* or drop the clause. The rest of the script is unaffected. * **Posting after launch:** ship as written. An unreleased product is also genuinely useful content material — anticipation expires the moment you launch, so it is worth spending. A character who runs a lab and refers to a tool he is building is in character, and it makes the product part of the story rather than an ad break. ## The CTA Ladder Not every video should ask for the same thing. Match the ask to what the video earned. | Ask | Use when | Cost to viewer | Example | | ------------ | ---------------------------------------------------------------------------- | -------------- | ---------------------------------------------- | | **Comment** | The video posed a question or named an archetype | Lowest | "Chaser or Reader?" · "Tag an Oracle" | | **Save** | The video gave something usable at a counter | Low | "Save this for the dispensary" | | **Follow** | The video implied a series | Low | "Follow — I answer these" | | **Site** | The video created a specific curiosity the site resolves | Medium | "Look up your own on thisiswhyimhigh.com" | | **App** | The video is about a repeated personal behaviour — a stash, a pattern, a log | Medium | "Track yours in High IQ" | | **Waitlist** | Rare, once the list exists | Highest | "I'm building something. Link when it's ready" | **One ask per video, and the sign-off is not the ask.** The catchphrase always closes; a CTA may precede it. Stacking "comment, save, follow, and go to the site" gets none of them. ## The Traffic Engine The strongest funnel is not a call to action. It is a video that **creates a question only the site can answer**. ```mermaid theme={null} flowchart TD A["Video makes a specific,
personal claim about cannabis"] --> B["Viewer thinks:
'wait, what about mine?'"] B --> C["The site answers it
in one search"] C --> D["'This is why I'm high.'"] D --> E[Site visit] ``` **Examples of questions the site resolves in one search:** * "Nearly half of all cannabis is myrcene-led" → *is mine?* * "Sour Diesel is limonene-dominant, not myrcene" → *what's my favourite actually?* * "Only one strain in the top ten is terpinolene" → *which one?* * "Fewer than 1 in 200 strains hits 30%" → *does mine?* This is why the [Verified Data](/social/scripts/verified-data) discipline matters commercially, not just ethically. **Every proportion we state is a lookup someone wants to run on their own strain.** The data is the funnel. ## Caption Structure The caption does the funnel work the video cannot, because it persists and is searchable. ```text theme={null} [The claim, restated as a fact — one or two lines] [The turn — what it means for the reader] [The ask — one only] This is why I'm high → thisiswhyimhigh.com ``` The final line is standard across every post. It reads as a signature rather than an ad, and it puts the domain in text where a viewer can copy it. **No link-in-bio dependency.** Write the domain in plain text. TikTok suppresses outbound links, bios get missed, and a spoken-and-written domain survives a screenshot, a repost, and a stitch. ## What Each Show Asks For | Show | Primary ask | Why | | ---------------------------------------------------------------- | ----------------------------- | ---------------------------------------------------------- | | [Comedy Engine](/social/scripts/comedy-engine) | Comment — "Chaser or Reader?" | Comedy earns shares and comments, not visits | | [15s Hook Tests](/social/scripts/hook-tests-15s) | Comment | Testing hooks, not funnels — keep the variable clean | | [TIWIH Receipts](/social/scripts/tiwih-receipts) | Comment → site | Submission format; the decode is the site's job | | [Why You're Really High](/social/scripts/why-youre-really-high) | Site | The diagnosis creates the exact "what about mine" question | | [High IQ Test](/social/scripts/high-iq-test) | Comment | The quiz answer is the return mechanic | | [The Entourage](/social/scripts/the-entourage) | Comment | Character content builds affection, not intent | | [Roast My Stash](/social/scripts/roast-my-stash) | App | Stash tracking is the exact behaviour High IQ is built for | | [Lab Logs](/social/scripts/lab-logs) | Follow | Serial texture rewards the follow | | [If Labels Told The Truth](/social/scripts/if-labels-told-truth) | Save | Screenshot content | | [Viral Bets](/social/scripts/viral-bets) | Site | Built as traffic drivers | ## Related The pack engineered around this funnel. Every proportion is a lookup someone wants to run. Why the catchphrase never opens a video.